Filming and food have been credited with boosting Northern Ireland's tourism industry in the last five years.

The restaurant scene in Northern Ireland has flourished in recent years and the country has become a hot spot for big Hollywood productions.

Now Niall Gibbons, CEO of Tourism Ireland, has said the tourism aspects of filming and food has done wonders for the country's offer to visitors, providing a pull that was not there four or five years ago.

"One thing improving is the quality of food on offer," said Mr Gibbons.

"Next year is Northern Ireland’s Year of Food and Drink and in October we have 20 journalists coming from different countries around the world seeing the best of what Northern Ireland has to offer for food."

He added: "Food is a very important part of tourism."

Mr Gibbons said the key thing was to concentrate on key food produce in Northern Ireland as well as the food tours and cookery schools now on offer.

"It's an opportunity for us to highlight the quality that's been improved dramatically in recent years," he said.

"Everyone has to eat, it is an essential part of tourism and we have had a culinary renaissance."

As well as food, filming has become an integral part of tourism in Northern Ireland in the last five years with hit HBO show Game of Thrones shooting the majority of the series across the country.

Tourism Ireland has launched an £8.5million promotional campaign, to boost late-season travel to Northern Ireland and the island of Ireland from around the world.

The September to December period usually yields as much as 30% of annual overseas tourism business.

The campaign will highlight the many festivals and events taking place right around Northern Ireland and the island of Ireland this autumn – from the Ulster Bank Belfast International Arts Festival to Culture Night, the Banks of the Foyle Hallowe’en Carnival in Derry, as well as the Belfast Comedy Festival and Cinemagic International Film and Television Festival.

As well as attracting visitors from Great Britain, tourists from inland Europe, North America and Australia are also flocking to Northern Ireland.

"Australians are actually one of the most frequent visitors to Northern Ireland," said Mr Gibbons.

"The typical visitor from GB might stay three to four days but Australians will stay 13 to 14 days. It is a huge market and with 28 flights in to Dublin a week from the Middle East, where a lot of Australian flights come through, it gives Northern Ireland a great opportunity.

"These people stay longer and spend more."

The campaign – which is being rolled out in Great Britain, the United States, Mainland Europe, Australia and emerging markets – will incorporate a major focus on city breaks, as well as on attracting visitors to more rural areas, over the coming months.